“Samsung sees TVs not as one-directional devices for passive consumption but as interactive, intelligent partners that adapt to your needs,” said SW Yong, President and Head of Visual Display Business at Samsung Electronics. “With Samsung Vision AI, we’re reimagining what screens can do, connecting entertainment, personalisation, and lifestyle solutions into one seamless experience to simplify your life.”

Samsung Vision AI^[1]: Smarter, Adaptive Screens for Seamless Living

Samsung Vision AI represents the next step in Samsung’s journey to deliver intelligent, intuitive, and seamless screen experiences. With the ability to make your Samsung TV aware of its surroundings, adaptive to user preferences, and autonomous in delivering intuitive features, Samsung Vision AI transforms screens into smart companions that enhance entertainment, simplify interactions, and seamlessly integrate into connected lifestyles.

At the core of Samsung Vision AI are its personalised features, which redefine how users interact with their screens.

• Click to Search offers instant information about what’s on screen — whether identifying an actor or exploring displayed content — all without disrupting the viewing experience.
• Live Translate, powered by on-device AI translation model, eliminates language barriers with real-time subtitle translations, allowing viewers to enjoy global content seamlessly.
• Generative Wallpaper transforms screens into dynamic, personalised art canvases, allowing users to make images that perfectly match their taste or occasion.

Beyond personalisation, Samsung Vision AI positions screens as central hubs for smarter living through integration with the SmartThings ecosystem:

• Home Insights provide real-time updates about your household environment, including safety alerts and daily updates, ensuring peace of mind whether users are home or away from home.
• Pet and Family Care keeps a watchful eye on loved ones, detecting unusual behavior in both pets and family members. It enhances comfort by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.

Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every on-screen moment captivating. On-device AI picture and sound technologies analyse content and environmental factors in real time, dynamically adjusting visuals and audio for an optimised experience.

Building on its history of recognition for innovation, Samsung’s latest Vision AI features, such as Click to Search and Live Translate, along with cutting-edge products like the AI companion Ballie and the Smart Monitor M9 featuring Copilot, have earned the prestigious 2025 CES Innovation Award.

Driving Innovation Through Open Partnerships in AI

Samsung Vision AI also offers limitless potential by collaborating with various AI partners such as Microsoft, paving the way for even more intelligent and personalised experiences and AI screen ecosystem expansion.

In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot. This partnership will enable users to explore a wide range of Copilot services, including personalised content recommendations.

Samsung also plans to work closely with leading AI partners such as Google and others to expand what Vision AI can do.

With Samsung Vision AI, Samsung is redefining what screens can do — delivering personalised, intelligent experiences that adapt to users’ needs, simplify their routines and enhance their daily lives.

The Era of AI Screens: Samsung Brings Samsung Vision AI to Its Widest Lineup Yet

Samsung is ushering in a new era of AI-driven screen technology, with Samsung Vision AI features now integrated across its most comprehensive lineup ever — including Neo QLED, OLED, and QLED, and The Frame models. This expansion underscores Samsung’s commitment to bringing intelligent, adaptive screens to more users, redefining what’s possible in home entertainment and smart living.

At the forefront of this innovation is the Neo QLED 8K QN990F, Samsung’s most advanced TV to date, designed to deliver unparalleled performance, sleek design, and smarter, AI-driven experiences. Powered by the latest NQ8 AI Gen3 Processor, the TV leverages a suite of on-device AI features to enhance picture quality, sound clarity, and overall viewing experience:

• 8K AI Upscaling Pro: Elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame.
• Auto HDR Remastering Pro: Analyses content frame by frame, applying scene-adaptive color expansion for lifelike visuals and vibrant colors, even in dark scenes.
• Adaptive Sound Pro: Uses AI to separate and optimise sound components like speech, music, and sound effects, delivering clear, balanced audio.
• Color Booster Pro: Enriches color expression with AI-driven scene analysis and enhanced image processing for each frame.
• AI Mode: Adaptively optimises picture and sound leveraging AI-based content recognition and TV area analysis for an optimal viewing experience in any setting.

Encased in an ultra-slim, minimalist design, the QN990F is a premium home entertainment device that combines cutting-edge technology with elegant aesthetics. With its advanced features and refined design, it elevates both the performance and style of any living space, offering a truly sophisticated entertainment experience.

A New Vision of Art: Expanding the Samsung Art Store and Introducing The Frame Pro

Samsung is continuing its commitment to blending art and technology with the expansion of Samsung Art Store and the launch of The Frame Pro, a new addition to the iconic Frame lineup. Together, these innovations reinforce Samsung’s mission to make art more accessible, personal, and seamlessly integrated into daily life.

Samsung Art Store now features over 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat. For 2025, this expanded collection is available not only on The Frame and MICRO LED series but also on Neo QLED and QLED models^[2], giving users more ways than ever to transform their screens into personalised art galleries. This marks another milestone in Samsung’s commitment to enriching homes with dynamic art experiences.

Complementing The Frame, Samsung unveiled The Frame Pro, the latest model of the lineup, which enhances the art and entertainment experience with advanced Neo QLED picture quality — delivering brighter colors, sharper contrasts and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers unparalleled picture quality for both artwork and video content. It also comes with the innovative Wireless One Connect, allowing for more flexible installations that blend in seamlessly with their environment.

Further strengthening its connection to the art world, Samsung has partnered with Art Basel, making The Frame the official art display of the globally celebrated event.

“As our mission is to power the world of art, having Samsung as our official global display partner is helping us break down physical and digital barriers, allowing more people to experience art in innovative and meaningful ways,” said Hayley Romer, Chief Growth Officer at Art Basel. “Through The Frame and the Samsung Art Store, art lovers can bring world-class works into their homes, transforming how they engage with and appreciate art.”

Shaping the Future of Display Technology

As Samsung continues to lead the way in reimagining the role of screens, its advancements deliver more than just technology — they create meaningful, personalised experiences that elevate everyday life.

At First Look 2025, Samsung unveiled The Premiere 5, the industry’s first interactive triple-laser ultra-short-throw (UST) projector. Designed to redefine home entertainment, The Premiere 5 introduces an interactive touch feature, allowing users to engage directly with the screen. This innovation seamlessly combines high-quality projection with versatile functionality, featuring Samsung LightWARP technology to project images onto everyday objects for creative and immersive experiences.

Samsung also showcased its commitment to shaping the future of display technology with the MICRO LED Beauty Mirror. This innovative mirror display combines advanced reflectance and transmittance capabilities with personalised beauty insights, demonstrating how cutting-edge technology can enhance daily routines. By analysing individual skin types, the mirror provides tailored product recommendations to make self-care more intuitive and effective, leveraging innovative beauty solutions developed by Amorepacific, Korea’s leading cosmetics company.

^[1] Available features may vary by country and model.

^[2] Available models may vary by country.

                                 • The Premiere is the industry’s first HDR10+ certified triple laser projector with 4K resolution

Samsung QN900 Neo 8K QLED TV

Samsung Electronics Singapore unveiled its 2021 TV line-up today, with a new collection of Neo QLED TVs, as well as its expanded lifestyle category and UHD TV range. It is also bringing The Premiere, the world’s first HDR10+ certified triple laser projector with 4K resolution to market.

The 2021 portfolio brings the latest advancements in technology and artificial intelligence (AI) to offer an unparalleled viewing experience that fits every individual’s lifestyle, needs and passion points. This year’s line-up is anchored by the flagship 8K (QN900A) and 4K (QN90A) models – pushing the large screen experience to the next dimension by delivering deeper blacks, vibrant colours and incredible sound wrapped in a stunning design.

“The role of TVs in our lives has evolved in the new normal, and this year, Samsung is introducing new line-ups and refreshed ranges to suit the changing lifestyle habits of consumers. With more Singaporeans opting for widescreen TVs, our new Neo QLED technology will be a game-changer, offering incredible contrast, colour and brightness to deliver exceptional viewing experience for bigger screens at home,” said Steven Koh, Director & Head, TV & AV Business, Samsung Electronics Singapore. “Beyond Samsung’s continued efforts to deliver new innovative forms and features, our leadership in picture performance has also made Samsung the number one global TV manufacturer.”

Newly released data from market research firm Omdia notes that Samsung Electronics recorded 31.8% in global TV market share by revenue in Q4 2020 and retained the largest annual category market share by revenue in 2020, at 31.9%, making Samsung the global No.1 TV manufacturer for 15 consecutive years¹.

Neo QLED: The Pinnacle in Big Screen TV

Samsung is bringing the Neo QLED models to the next stage with a new light source called Quantum Mini LED, which is precisely controlled by Quantum Matrix Technology and Neo Quantum Processor, a powerful picture processor optimised for Neo QLED.

The Quantum Mini LED is 1/40 the size of a standard LED. It uses incredibly thin micro layers filled with several more LEDs instead of a lens to disperse light and a package to keep the LED in place. Quantum Matrix Technology allows for ultra-fine and precise control of the tightly packed LEDs, which prevents blooming and allows viewers to experience content as it is intended.

The luminance scale is increased to 12-bit with 4,096 steps in Neo QLED, which helps render dark areas darker and bright areas brighter, resulting in a more detailed and immersive HDR experience. Furthermore, Samsung’s patented, powerful Neo Quantum Processor with enhanced upscaling capabilities is used in Neo QLED, to optimise picture quality to 4K and 8K picture output regardless of input quality by using up to 16 different neural network models, each trained in AI upscaling and deep learning technology. For the innovation and value the new Neo QLED TV brings to daily lives and routines in this ‘new normal’ lifestyle, the 85-inch QN900A Neo QLED was one of the CES 2021 Best of Innovation award honourees this year.

Earlier this month, the Neo QLED range secured the first-of-its-kind ‘Eye Care’ certification and Gaming TV Performance certification from Verband Deutscher Elektrotechniker (VDE), a well-regarded electric engineering certification institute in Germany. This distinction illustrates Samsung’s dedication to improving the consumer reliability of its TV. All of the Samsung 2021 QLED models that have completed the testing have received² the comprehensive ‘Eye Care’ certification which includes ‘Safety for Eyes’, ‘Gentle to the eyes’, flicker level³, uniformity⁴ and colour fidelity⁵ assessments.

Samsung’s 2021 Neo QLED 8K features a new Infinity One Design, which is a virtually bezel-less screen that offers an even more immersive viewing experience while retaining a sleek design and form factor. An anti-glare and anti-reflection coating have been applied to the screen for optimum visibility at almost any angle, regardless in the day or night. The Neo QLED 8K’s Attachable Slim One Connect box – a brand-new cable management device that can be connected to the back of the TV stand – allows for a smoother installation and a cleaner look.

The 2021 Neo QLED 8K also includes several premium, room-filling audio features, including Object Tracking Sound (OTS) Pro⁶, which produces dynamic sound that corresponds to the movement of objects on screen, and SpaceFit Sound, which analyses the physical environment of the installed TV and produces immersive sound tailored specifically to your space.

The 2021 Neo QLED range also features eight 4K TVs for consumers who are seeking more affordable options to refresh their TVs at home.

The Premiere: A True Home Cinema Experience

The Premiere

The Premiere is the newest addition to Samsung’s award-winning lifestyle product line, and it is designed to go beyond the display experience – without the display. In the comfort of one’s own home, the new 4K laser projector offers a big-screen cinematic experience of up to 130”.

With a peak brightness of up to 2,800 ANSI lumens, The Premiere is the world’s first HDR10+ certified projector with triple laser technology, offering ground-breaking contrast details as the user watches from bright to dark scenes.

The Premiere is available in an all-in-one lightweight, space-saving design that blends into a variety of living room settings and arrangements. The Premiere can be mounted directly in front of a wall or a screen since it is an ultra-short-throw projector. It is made to be simple to put together and has fabric finishes around its edges that effortlessly complement any environment.

The Premiere also features powerful built-in woofers and Acoustic Beam⁷ surround sound, making it one of the best projector cinema experiences available today and reducing the need for additional sound equipment in smaller spaces. The innovative projector is also recognised as an Innovation Honouree at the CES 2021 Innovation Awards for Video Displays and Digital Imaging/Photography.

The Frame: Pioneering Lifestyle TV Experience

The Frame

An all-new The Frame⁸ will be introduced as part of Samsung’s extensive lifestyle TV line-up, along with new design forms and software upgrades. More original artwork will be included in The Frame to fit individual preferences. It also comes with AI-powered auto-curation technology that suggests artwork based on user’s selections. With a growing library of over 1,400 pieces of art from world-renowned institutions, one can easily curate their own personal art collection – right in the comfort of their living rooms.

Samsung has also made the 2021 Frame even slimmer than before at 24.9mm thick, similar to the depth of an actual photo frame. It comes with the all-new Slim Fit Wall Mount and the amazing One Invisible Connection to keep your Frame neat and clean. To make The Frame even more exciting, bezel options have been expanded to four colour choices in two different designs.

Crystal UHD TV: Elevated Colour Vibrancy with Smart Features

Samsung AU8000 UHD TV

Samsung’s Crystal UHD TV line-up will feature a brand new AU8000. The AU8000’s sleek AirSlim design makes it the ideal addition to any home. It features a 25mm thin profile and comes with an adjustable stand for users to place the TV at the desired height they want.

Samsung 2021 Q Series Soundbars: Sound That Matches the Visual

Samsung HW-Q950A Soundbar

While Samsung TVs produce amazing sound from even the smallest of speakers, nothing beats the pairing of a Samsung soundbar with the screen to complete the home theatre experience.

The 2021 Q Series line-up includes exclusive Q-Symphony tech, which works in tandem with Samsung TV speakers to deliver the perfect 3-dimensional sound experience with Dolby Atmos. Select models with SpaceFit Sound+ can also assess the surroundings and automatically calibrate the sound field to fit the room.

Innovation in Sustainability

Winning entry of the Dezeen x Samsung Out of the Box Competition

Samsung’s eco packaging solution will be introduced to all visual display and audio products in 2021, enabling consumers to repurpose TV boxes into small-scale pieces of furniture, thus responsibly managing waste generated from product purchases.

The award-winning sustainable packaging design extends to the solar cell-powered remote control, which is predicted to assist in preventing the wastage of around 99 million AA batteries globally over the course of seven years of TV usage⁹.

Local Availability and Pricing

The Samsung Neo QLED, Lifestyle and UHD TV line-ups, and soundbars are now available in Singapore on Samsung Online Store and major consumer electronics & IT stores.

For more information about the 2021 TV and soundbar line-ups, please visit www.samsung.com/sg.

1 According to Omdia, February 2021: https://news.samsung.com/global/samsung-named-no-1-global-tv-manufacturer-for-15-consecutive-years.
2 Series QN900, QN800, QN90, QN85, Q80A, Q60A.
3 According to International Electrotechnical Commission(IEC) standard.
4 According to International Standard Organization(ISO) standard.
5 According to Information Display Measurement Standard (IDMS) standard.
6 Only available on QN900.
7 Only available for the SP-LSP9TKAXXS model.
8 Compared to previous Frame models. Bezels sold separately. Samsung collection supplied with 20 artworks. Additional artworks available for purchase or via subscription. Internet connection required.
9 Reference Samsung Electronics global press release: https://news.samsung.com/global/samsung-electronics-debuts-2021-neo-qled-microled-and-lifestyle-tv-lines-highlighting-commitment-to-sustainable-and-accessible-future.